This is the primary reason why customer experience is so important. The fact that customers who are delighted often bring you new customers is the icing on your cake.

How does your website relate to customer experience?

You may not think it does, but you would be wrong. If your website is not the go to place for your prospects and customers to get answers to their questions, you’re leaving money on the table.

While it’s true that what we can Inbound Marketing is marketing and marketing is often considered to be peripherally related to the customer experience, the content on your website “just” sits there and is available to people all the time.

By making it truly useful, you not only attract new customers, you better retain existing ones.

Why should you think about your customers?

Focussing too much on acquiring new customers without keeping existing customers in mind may lead to customer churning. This happens when you places more emphasis on driving leads and building a perfect purchase journey but reducing focus on delighting existing customers.

At Inbound Marketing University, we believe a well-functioning lead generation engine is critical for any small business. We also believe it’s important to not only focus on lead generation but also on building and deepening relations with your existing customers.

As with any business, you need to be thinking about the lifetime value of your customers rather than just about getting new customers on board.

So how do you make sure that you are thinking about your customer’s long term needs?

Take all your lead generation and acquisition strategies within your marketing automation and apply them to expanding your customer relationships.

Check in. Ask questions. Make suggestions. Generate content that has value to them even if it has not value to prospects.

By doing this, your customers will get long term value from you, thus building your reputation.